They must be scratching their heads and cursing the backroom operatives who dreamed up this campaign to 'win votes rather than stop boats'
For several weeks ads like this have been appearing in Australian newspapers and broadcast on radio.
"PR2.0 New Media, New Tools, New Audiences" by Deirdre Breakenridge
Is this evolution or revolution?
Facebook, MySpace, Bebo, Twitter, Flickr, Youtube, Twitter, Slideshare and a host of other social media tools are changing the way we communicate. And doing so rapidly.
Which leaves PR professionals looking similar to 19th century pioneers. We’re leaving the familiar world of brochures, media releases and other one way tools to travel the plains in search of the promised land of digital communications. We don’t know how long the journey will be or where we will finally settle. But as communicators we instinctively know there’s no turning back because things will never again be the same.
And for those who continue to doubt, look at Barack Obama’s Presidential campaign. It firmly put the seal of legitimacy on new media as a mass medium.
Her book PR2.0 is a valuable reference for communicators who need to understand new media, how to use it and how to integrate what we’re doing now with what we may be doing in the future. It offers a balanced view of social media but settles on a firm conclusion. New media’s ability for us to go one on one with our audiences means we live in the most exciting of PR times.
Most books on the subject either deal in generalities or descend into tech babble. This book does neither. It is written by a PR person for PR people and covers the things we need to know for our campaigns and projects. It starts with sections on digital research, monitoring and evaluation before dealing with new tools and applications such as social media releases, RSS feeds, blogs, video and audio.
Every chapter has blessedly simple explanations of the new technologies and features interviews with companies using it to good effect. Each concludes with a bullet point summary which is handy when so much rich information is presented.
The later chapters deal with planning for PR.2.O with valuable case studies showing how companies are using social media tools right now to get results. You could easily develop a template from these examples.
PR2.0 is a must-have reference for PR people. Get it, read it and keep it handy besides your desk or in your briefcase. It’s more than a book. It is a road map to the next PR destination.
The team turned up a list of around 15 organisations they most admired. It was truly an eclectic mix, ranging from the Salvation Army to McDonalds to a popular home decorations magazine.
The group's dicussion identified four factors that make a brand succeed over the long term. An organisation must:
Each week thousands of words are written about branding. Yet we think this team of 35 passionate community workers provided one of clearest explanations we have seen about what a brand must do, to move from good to great.